Tip 25: Include a Call to Action
Hadiya Nuriddin, MA, MEd
Award-winning Senior Learning Strategist, Instructional Designer, and Elearning Developer | International Keynote Speaker | Author of StoryTraining and Quality Management in L&D | CPTD | CQIA | CPTM | WOSB-certified
All your stories have value. You matter, and your voice matters.
However...
When I studied writing in graduate school, professors often spoke of "earning." For example, an ending needs to be "earned," in that there can be no "happy ever after" until the characters have made us want that for them. Characters must "earn" the audience's empathy by establishing trust by repeatedly demonstrating actions consistent with the code they live up or down to. And a story itself must also earn the right to be told and may do so by simply answering the question:
"Why are you telling us this?"
This question emphasizes the importance of relevance and utility in storytelling. Every scene, character, piece of information, or plot development should contribute meaningfully to the overall narrative. If readers or viewers find themselves asking this question, it may indicate that the story hasn't properly established or earned that particular element's place in the narrative.
A well-crafted story anticipates and addresses this question by ensuring each component serves a clear purpose. When a story successfully earns its elements, the audience rarely questions why certain information is presented. Instead, they experience a cohesive narrative where each piece fits together purposefully, enhancing their engagement and satisfaction with the story.
Including a Call to Action
Including a call to action in personal storytelling is a powerful tool to inspire and motivate the audience toward specific actions or changes. It provides a clear direction or purpose to the story, making it more than just a narrative but a catalyst for change. This approach can make the story more impactful, as it encourages the audience to engage with it beyond passive listening, potentially leading to personal or social transformation.
A call to action also reinforces the themes and messages of the story, leaving a lasting impression on the audience by linking the narrative to real-world applications. Further, it can create a sense of community and collective purpose, especially if the call to action encourages collaborative or group efforts. Ultimately, it adds a practical dimension to the storytelling, making it a more dynamic and purposeful experience.
Example 1
"When I first started in my industry, I faced countless setbacks. But each failure taught me resilience, creativity, and adaptability. Now, I challenge you to take that next step. Don't wait for the 'right' moment to innovate—create it. Join me in rethinking how we solve problems in our field. Let’s collaborate and lead the charge for change together."
This call to action uses the speaker's personal journey of overcoming challenges to motivate the audience. It frames setbacks as learning opportunities and encourages the audience to step up and innovate without waiting for external permission. The call for collaboration ("Join me") creates a sense of collective purpose, making the audience feel part of a bigger movement.
Example 2
"Once my team missed a critical deadline, but it wasn’t because we weren’t working hard—it was because we didn’t have the right tools. That experience is why I’m urging you today to invest in the resources your team needs. We can’t continue expecting success without giving ourselves the foundation to succeed. Start small, but start today."
The story highlights a relatable business challenge (missing a deadline due to a lack of tools), which many in the audience might have experienced. The speaker’s solution-oriented approach encourages immediate action—investing in resources—which feels practical and actionable. It’s effective because it taps into the audience's need for efficiency and readiness to solve familiar problems.
Example 3
"Five years ago, I realized that what set great companies apart wasn’t just their product—it was their commitment to continuous improvement. That insight changed the way I approached my own work, and it’s why I’m asking you to reflect on your processes. Where can you evolve? What steps can you take to push your organization forward? Let’s make a commitment to growth, not just survival."
This call to action emphasizes the importance of growth and continuous improvement, concepts that resonate with most professionals. The story reflects on a major shift in mindset, encouraging the audience to introspect about their own processes. It’s effective because it challenges the audience to move from complacency to active improvement, making them feel responsible for pushing their organization forward.
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Example 4
"I used to think networking was about collecting business cards. But after years of building genuine relationships, I’ve learned that real success comes from collaboration. Today, I encourage you to reach out to someone in this room, someone whose vision aligns with yours. Together, we can create something bigger than we ever could alone. Don’t just listen to this story—be a part of its next chapter."
The speaker transforms a common misconception about networking into a lesson on relationship-building. The call to action encourages immediate and actionable steps (connecting with someone in the room), making it easy for the audience to engage. This creates a sense of urgency and possibility while also fostering community, which can help build meaningful business connections.
In these examples, the call to action is closely tied to the narrative's theme and the protagonist's experiences. This connection makes the call to action more impactful, as it arises organically from the story and addresses the reader directly, encouraging them to reflect, act, or engage with the story's core message.
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